How Will This Holiday Season Be Different From Last Year?

What changed in Google and AI search since July, and what to do before peak

Now that the holiday season is almost here, the picture is much clearer, and it looks very different from last year. Major search platforms have changed how consumers discover, compare and choose brands. In September, Google removed free product listings and product carousels from search across the EU, a clear sign of how fast the rules can shift.

Consumers are also turning to AI assistants like ChatGPT to find gifts, compare beauty products, plan travel and choose healthcare options. Recommendations now happen earlier in the journey, often before a consumer says they are ready to decide.

In this session, Ken Shults and Chris Chin explore what has changed since last year, what the latest BrightEdge data shows about holiday search and AI-driven discovery, and how enterprise teams can adjust in the weeks that remain. They share practical, prioritized actions that protect Google performance, the channel driving revenue today, while getting your brand recommended in AI search.

What you will learn:

• How this holiday season differs from last year, based on current BrightEdge data rather than pre-season forecasts
• Which recent search platform changes matter most, including Google's EU change, and what they mean for retail, beauty, travel and healthcare
• How AI search is pulling recommendations earlier in the consumer journey, and how to make sure your brand is the one recommended
• Which priorities matter most between now and the peak weeks, and which can wait
• How to measure holiday performance across Google and AI search so you can report results with confidence